Chapter 3: Know Thy UserCopyright © 2004 by Prentice Hall User-Centered Website Development: A Human- Computer Interaction Approach

Chapter 3: Know Thy User Copyright © 2004 by Prentice Hall

User-Centered Website Development: A Human-Computer Interaction Approach


Daniel D. McCrackenCity College of New York

Rosalee J. WolfeDePaul University

With a foreword by:Jared M. Spool, Founding Principal, User Interface EngineeringPowerPoint slides by Dan McCracken, with

thanks to Rosalee Wolfe and S. Jane Fritz, St. Joseph’s College


Credits

Slide 11: Courtesy of Kaboose, Inc.Slide 13: Courtesy of Urban Decay Cosmetics.Slide 14: Courtesy of the Bank of Montreal.


The stages of user-centered development

Needs analysis (Ch. 1)User and task analysis (Ch 3)Functional analysisRequirements analysisSetting usability specificationsDesignPrototypingEvaluation


Needs analysis

Summarizes the nature and purpose of the system

Type of system (website, video game, spreadsheet)People it will serveBenefits it will provide


3. Know Thy UserIn this chapter you will learn about:

User Analysis: what do you need to know about the users?Task Analysis: What are the user’s goals? What tasks do they perform?Environment analysis: What are the user’s surroundings and what effect do they have on performing a task?Recruiting users: where you can find themWhat usability specifications you will choose for rating your site/software


3.2 User Analysis: Why Do We Need To Do It?

Reduce development and maintenance costsKeep customersIncrease sales


Examples

Redesign of an IBM site increased sales 400% within the first monthIBM site: 84% reduction in use of Help button, meaning users were not lost as oftenFrugal Fun: 1400% increase in sales after website redesignDell: reduced calls to (very expensive) telephone support


User characteristics: learning style

Do-then-read (an active user believes that only wimps read manuals)Read-then-do (what manual writers seem to assume)


User characteristics: tool preferences

Do your users know drop-down menus? Do they prefer mouse or keyboard? (Some advanced users hate the mouse: it slows them down.)Do they know frames? Popup windows? Search?You won’t believe how different new users are, compared to you, until you watch them


So watch them

Sit and observe in an Intro to Computing lab

Teach your grandmother how to use e-mail

From a discreet distance, observe behavior at an ATM: super-efficient, plodding, befuddled, enraged


User characteristics: physical differences

Age (use larger fonts for older people)

Sex (consider your target group: e.g., more women than men buy lipstick)Vision limitations, such as color blindnessOther physical limitations that might restrict movement (See Chapter 12)Small children don’t have good fine-muscle control: see big buttons on next slide


Big buttons for little people


User characteristics: cultural differences

Education (reading level)Profession (specialized vocabularies)Corporate style: what are you trying to convey to whom?


High-fashion cosmetics have a style . . .


A bank site has a very different style


User characteristics: knowledge of job

Is your site used daily on the job, or it is used at home for recreation or a hobby?Is there a specialized vocabulary?If in an office, how does work on your site fit in with other activities? Could your user answer that question?Does your user do the same job all day? Bored?If for personal use, what is the purpose?

To informTo entertainTo sell


User characteristics: application familiarity

NoviceFaces a frightening unknown; timid, nervous, in no mood to explore your goodies

Advanced BeginnerLess fear: knows basics; still impatient at having to learn how to do tasks.

Competent Performer Can diagnose simple problems and can perform a complex series of tasks

ExpertSmall group. Can diagnose complex problems. Has a mental model of the application. Not typical users.


User characteristics: primary and secondary users

Primary user: the person who actively uses the site:

Airline reservation clerkHelp desk staff

Secondary user: the person being served by a primary user:

Airline passengerCustomer who called the support line


User characteristics: getting information

How can you learn the characteristics of your users?Not managers. Managers are not users. They may think they know users, but they aren’t users.Not developers. The worst. Of course they can see that button the users can’t see: they put it there.


Getting information, continued

Good sources:Users themselves, preferably in their workplace. The Gold Standard.Customer service and technical support. They deal with users as their job.


3.3 Task Analysis: Overview

Goals, tasks, and actionsWorkflow AnalysisJob analysisTask listTask sequenceTask hierarchiesProcedural analysisTechniques for observing and listening to users


Goals, tasks, and actions

Goal: Get to mountain vacation

Tasks: Rent car, drive, get repairs

Action: Get gas


Tasks and actions

Why is getting repairs a task, but getting gas an action?Because at this level of granularity, getting gas cannot be broken down into smaller componentsBut if you are getting gas at a self-service station, and you’ve never done it before, and the instructions are hopeless . . . well, sure, for you that’s a taskThe goal/task/action distinction is useful, but should not be applied rigidly


Example: goal, task, and action

Goal: on the Internet, buy either a purple stuffed dinosaur or a set of blocks for your two-year-old niece. Your sister says either would be fine.


Example, continued

Task 1: Choose between a stuffed toy and a set of building blocks

Action 1: Check several Web sites for purple stuffed dinosaursAction 2: Check on the availability of the new TalkingBlox building blocks setAction 3: Decide on one of these, based on price, availability, delivery, and option of gift wrap


Example, continued

Task 2: Buy chosen toyAction 1: Put toy into website’s shopping cartAction 2: Fill out billing and shipping information, making sure to check “gift wrap”

Task 3: Call sister; tell her that a present is on its way


Techniques for observing and listening to users

Think aloud: talk while doing the jobTalk right after Role playing Cueing recall with videotapeFocus groupsMailed surveys


Think aloud: the Gold Standard

Samples of facilitating remarks:“Could you tell me what options you are considering?”“Is anything in particular puzzling you?”“What might you do next?”


Think aloud: the Gold Standard

BUT: No feedback, positive or negativeNo answers or hintsIf users get stuck, have them go onNeutral demeanor at all times


Talk right after

Sometimes talking while doing the work is not feasible


Talk right after

Talking right after may be best alternative to thinking aloud


Role playing

Some things happen so infrequently that there is no way to observe the userSome one may be able to play the role of a user in that situation


Cueing recall with video

After getting written permissions, tape the user at workThis records the user interacting with others in a normal work settingLater, play the tape and have the user explain what was going on


Focus group: good if you can make it work, but has problems

Requires a skilled and experienced leaderOne or two people may dominateSome people may get into side conversationsMay work if very well done


Mailed survey: good if you can make it work, but has problems

Very difficult to write good questionsChoice of mail list can bias resultsA return rate of 10% is extremely good; 1-2% is typicalMay report on what people think they do, not what they actually doAnd inexpensive


3.4 Environment Analysis

Where do people use your interface? Many variations:

An outdoor ATM in a cold location where people wear gloves while using it (need huge buttons)On a combination cell phone/wireless browser, with a tiny display (need tiny fingers!)In a location where direct sun can hit your display, making it hard to readIn an extremely noisy factory, where any sound you add would be impossible to understand

Observe your users in their own setting


3.5 Recruiting Users

If product is in use, test with real current users:EmployeesCustomers

Temp agenciesIn college, post notice or ask a professor to announceProvide incentives:

Coffee mugs, T-shirts$$$

Not family or friends: they won’t be critical enough


3.6 Usability Specifications

Performance measuresPreference measures


Performance measures: a sampling

Time to locate a book at the Barnes & Noble websiteTime to fill in customer information and place orderNumber of times the Back Button is used, indicating that user cannot find desired informationNumber of clicks to find the time of a TV showPercentage of tasks completed correctlyNumber of calls to support lineNumber of complaints, negative facial expressions, or regressive behaviors (screaming at monitor, etc.)


Preference measures

Often obtained using a Likert Scale

Strongly

disagree

Disagree

Neutral Agree Strongly agree

It was easy to find what I wanted

It was simple to choose size and color

I could pay for my purchase quickly


Summary

In this chapter you have learned that:It is hard to over-emphasize the importance of a user-centric approach to website development Usability can be quantified and measured (key idea)There is no good substitute for watching, interviewing, or videotaping real users, in their place of workUsability specifications should be set at the beginning of the projectThere is a fundamental difference between performance measures and preference measuresIt is crucial to observe users in their own environment

Documents

Chapter 3: Know Thy UserCopyright © 2004 by Prentice Hall User-Centered Website Development: A Human- Computer Interaction Approach